Chipotle is bringing its Margaritas back to select cities as part of a five-city popup tour. The fast-casual chain announced the “Summon the Spirits Tour” leading up to its annual Boorito promotion, which will feature $6 margaritas made with tequila, triple sec, citrus juice, agave nectar, and a lime wedge.
The tour will stop in Denver, New York, Dallas, Los Angeles, and New Orleans for a limited time, with one Chipotle restaurant in each city offering the margaritas every Friday and Saturday throughout October. Customers have been asking for the return of Chipotle’s Margaritas on social media for years.
Return of a Classic
“Fans never stopped talking about our margaritas after they left the menu, so Halloween felt like the perfect time to revive a Chipotle classic,” said Senior Vice President of Brand Marketing Stephenie Perdue. The margaritas will be available at a select number of Chipotle locations, which already serve alcohol, typically beer and margaritas, depending on whether the restaurant has a liquor license.
The “Summon the Spirits Tour” will build anticipation throughout October for Chipotle’s annual Boorito tradition, which returns on Halloween with an in-restaurant entrée offer. The tour includes margaritas, Halloween décor, interactive experiences, and Chipotle prizes.
Menu Innovation
Chipotle’s latest launch comes as the company pushes for menu innovation to drive traffic and sales. In July, CEO Scott Boatwright said Chipotle plans to add more side items, as well as two more limited-time protein dishes, while also increasing its presence in beverages, which is the fastest-growing category in the industry.
Scott Boatwright stated that there’s significant opportunity in beverage, and they are running down a path to capitalize on what’s happening in beverage. The company has expanded its culinary team to address the challenge of driving thoughtful menu innovation, including new center-of-the-plate items, beverages, sides, and desserts.
Alcohol Availability
Liquor licensing varies by state and municipality, making alcohol availability sporadic in the fast-casual category overall. Some brands, such as Shake Shack, Fuzzy’s Taco Shop, and Freebirds World Burrito, offer alcohol at select locations. For Chipotle, the availability of alcohol has declined in recent years, with just 50% of locations serving alcohol by 2018.
Boorito Tradition
The “Summon the Spirits Tour” is a lead-up to Chipotle’s annual Boorito tradition, which returns on Halloween. The tradition typically features an in-restaurant entrée offer, and this year’s event is expected to draw large crowds. With the return of its margaritas, Chipotle is likely to attract even more customers to its locations, especially in the select cities where the tour will stop.
The schedule for the “Summon the Spirits Tour” is as follows: Denver, Colorado, on October 2-3; New York, New York, on October 9-10; Dallas, Texas, on October 16-17; Los Angeles, California, on October 23-24; and New Orleans, Louisiana, on October 30-31. Each location will offer $6 margaritas from 3 p.m. to 9 p.m. local time on Fridays and Saturdays.
Stephenie Perdue noted that the margaritas will be made with high-quality ingredients and will be available for a limited time. The company is excited to bring back this popular item and to offer it to customers in select cities. The “Summon the Spirits Tour” is a unique opportunity for customers to experience the margaritas and to participate in the Halloween-themed activities.
